FIFA World Cup sponsor Mengniu signs Lionel Messi

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Argentina and Barcelona football star Lionel Messi has inked an endorsement deal with the Chinese dairy products and ice-cream brand Mengniu Group.

The five-time Ballons d’Or winner will reportedly serve as a brand ambassador for the company which is also the official sponsor of 2018 FIFA World Cup Russia. However, the company has not yet disclosed the details of the deal.

Mengniu, signing a deal with Messi, further aims to build company’s partnership with Fifa, football’s global governing body as well as this year’s edition of the World Cup.

The 30-year-old has added yet another brand to its endorsement portfolio which includes Huawei Technologies, Gatorade, Tata Motors and a life-long deal with Adidas.

The company was signed in December 2018 as the official drinkable yoghurt and pre-packaged ice cream partner of the world’s elite football event, and will also be listed as the competition’s official milk and powdered milk.

The company has the right to conduct marketing campaigns for its 27 products around 2018 World Cup and has earlier stated that it intends to spend US$300 million on marketing campaigns featured for the event slated for 14th June to 15th July.


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